NEW YORK – June 4, 2019 – Mood, needs state and situation are key indicators of ad receptivity (willingness to see an ad before exposure to it) and ad attention (the active behavior of noticing an ad) for both digital video and digital audio consumers, according to “Ad Receptivity, Deconstructed,” a new media trial study by MAGNA and IPG Media Lab in conjunction with Pandora Media, LLC, a subsidiary of SiriusXM, that launched today.

The study surveyed over 2,000 respondents who kept an online diary of their digital audio and video consumption over 24 hours. While audio listeners and video viewers are similar in that they are most receptive to ads when in a state of excitement and when spending time with family, they exhibit distinct differences as well. Listeners are generally 35% more open to ads and specifically receptive when relaxed and focused, for viewers it’s when they’re stressed. Ultimately, the more receptive consumers are, the more likely they are paying attention.

“This study validates that digital audio and video have infinite moments to reach people willing to be exposed to advertising. Marketers who understand the when, the where and the what to meet people’s state of mind and needs state will win their attention.” Keri Degroote, SVP Research & Analytics, Pandora.

The study revealed a number of other important insights, including:

Mood Matters: Ad receptivity is dependent on a person’s emotional state. Good moods (excited, relaxed, focused, happy) means more willing to see advertising for audio, whereas an excited mood translates to better ad receptivity for video viewers. When people are tired, they’re least receptive to ads on both audio and video.

Generational Divide: Gen Z’s are an elusive audience that are least receptive to video + audio advertising. Looking across generations, Millennials are receptive to both audio and video ads, although video reported a 4% higher receptivity to video, whereas GenX are 32% more receptive to digital audio than digital video advertising.

Situational Sensitivity: Digital Video viewers are highly receptive to ads when spending time with family and dramatically less so when pursuing interests and hobbies. Audio listeners, however, stayed relatively situation-agnostic with receptivity levels remaining fairly even across different scenarios.

Parents Are Dramatically More Receptive to Ads: Gen Z, Millennial and Gen X parents are dramatically more open to ads than their childless counterparts by dramatic margins. For instance, Millennial parents are 27% more receptive to video ads and 15% more receptive to audio ads than those without children.

Content Connection: Audio is audio when it comes to ad receptivity with content format (music, podcast, audiobook) does not matter, unlike Video where content length impacts ad receptivity. Video Viewers were most receptive to mid-length content like TV shows.

“Digital audio and video provide significant opportunities for advertisers to target audiences at the most opportune moments, but it requires really understanding what they are feeling and thinking when consuming different media,” said Kara Manatt, SVP, Intelligence Solutions & Strategy, MAGNA Global. “People are focused when listening to rock music, excited when watching action movies…their mood states vary wildly throughout the course of a day and so does their openness to receiving an ad. Brands that understand the mood behind the action are dramatically more likely to grab the attention of listeners and viewers.”

The report includes an “Audio Receptivity Influence Index” as well as a “Video Receptivity Index” that details how sensitive audio listeners and video viewers are to changes within each indicator (i.e. Mood, Needs state, device, time of day, etc.).

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

About IPG Media Lab

Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

About Pandora

Pandora, a subsidiary of SiriusXM, is the leading music and podcast discovery platform, providing a uniquely-personalized listening experience to approximately 70 million users each month with its proprietary Music Genome Project® and Podcast Genome Project® technology – whether at home or on the go – through its mobile app, the web, and integrations with more than 2,000 connected products. As the largest streaming music provider in the U.S., with an industry-leading digital audio advertising platform, Pandora connects listeners with the music and podcasts they love the most.

Connect with us

Our website uses cookies for various purposes, including to enhance the site’s functionality, and help us understand how you use and interact with the website. To learn more about the cookies used and your choices, please see the Privacy Notice. Please indicate below whether you agree to the use of cookies for the purposes described above:

You may adjust your cookie settings at any time by clicking here.

Privacy Overview

This website uses cookies, including third-party cookies, which allows Cadreon to obtain information about your visit to the website. Please click here to learn more about the cookies used on this website and how to change current settings if you do not agree.

You can adjust all of your cookie settings by navigating the tabs on the left hand side.

Strictly Necessary Cookies

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Strictly Necessary Cookies should be enabled at all times so that we can save your preferences for cookie settings.

Cookies that may be in use after you enable:

moove_gdpr_popup These Cookies are used to save your Cookie Setting Preferences. 1 Year N/A

Analytics and Customization

Please enable Strictly Necessary Cookies first so that we can save your preferences!

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.